1. The iPad as an Advertising Vehicle:The Consumer Perspective Michael Haggerty SVP, US Director of Research and Marketing Accountability Universal McCann 1
2. Understand the consumer to win 2 1 Tablet Usage 2 Mindsets and Personas 3 Response to Tablet Advertising Behaviors Cohorts Advertising Needs
3. Proprietary sources 3 Universal McCann’s 2011 Media in Mind Study Universal McCann’s 2011 C.A.T. Study Universal McCann& Time Inc. Neurometric Responseto Advertising in iPad Magazines
5. Tablet ownership / Intent to purchase We predict women will drive tablet growth in 2011 Source: UM Media in Mind
6. Reasons for purchasing tablets Women want the portability Men want the gadget Source: UM Media in Mind
7. Daily usage & sharing Frequently Used Frequently Shared How Often do You Use Your iPad? How Many People Use Your iPad? Source: UM/Time Inc NeurometriciPad Study
8. Paying for & downloading apps:Many and mostly free How many apps have you paid for? Men are 40% more likely to pay for apps Tablet owners download an average of 18 apps Source: UM/Time Inc NeurometriciPad Study; UM Media in Mind
9. Interest in magazine subscriptions as iPad editions 65%want their magazines on iPad Thinking about the magazines you presently subscribe to, how likely are you to get their editions for your iPad when they become available? Source: UM/Time Inc NeurometriciPad Study
10. Top three words or thoughts when using your iPad… Source: UM/Time Inc NeurometriciPad Study
11. A fun way to learn and pass the time Less about self-expression and connectivity Source: UM Channel Allocation Tool Tablet attributes
18. Electronics purchasingK-means segmentation(statistical process that clusters naturally occurring mindsets) Values cluster segmentation:iPad birds of a feather flock together Source: UM Media in Mind 2011;
20. 3 iPad owner mindsets emerge… “Susan” The Simplicity Craver “Dan” The Family Enabler Age 44 Age 40 Divorced Married $95k HHI $130k HHI Kids: pre-teens Kids: age 3-11 Suburban, Midwest Urban/Suburban, Northeast Reason for buying iPad: Compact size, functionality Reason for buying iPad: Wanted latest tech Age 30 No Kids Urban, West Single Reason for buying iPad: Functionality, wanted latest tech $200k HHI “Ryan” The On-DemandLifestyler Source: UM Media in Mind 2011;
21. 3 Different types of iPad owners Family Enabler On-Demand Lifestyler Simplicity Craver Trend setter Trend seeker Influencer Tech as simplifier Tech as entertainment enabler Tech as connector Driven by style Driven by style Driven by performance Buys high end tech to impress Buys high end tech “because I can” Buys high end tech for functionality Source: UM Media in Mind 2011;
22. Why should we care? 18 Family Enabler On-Demand Lifestyler Simplicity Craver Because Susan turns to her tablet to be a content simplifier. Advertisers should engage her by giving her the tools to organize her hectic life. Because Ryan lives his life online, from banking to dating. Advertisers should engage him by giving him access to make his digital life entertaining and fun. Because Dan turns to tech to get informed about his passions, interests and needs. Advertisers should engage him by giving him access to content so he can decide for himself.
24. High High Drawn In Processing Highly engaged and interested Thinking hard or frustrated Cognitive Response Bio-sensory involvement map Relaxed Checked Out Relaxed, enjoyable experience Uninterested or disengaged Low - + Low Positive Negative Emotional Response Source: UM/Time Inc NeurometriciPad Study
25. High neurometric ad response Of 23 ads tested, only 1 failed to engage readers on an emotional or cognitive level High How do we define a positive experience? Cognitive Response Cognitive Response Fail Propulsion Low - + Emotional Response Emotional Response Source: UM/Time Inc NeurometriciPad Study
26. Interactive ad features are a must Features liked most in Ads in iPad Magazines Which of the following features would you be most interested in seeing in the advertising in magazines on your iPad? Source: UM/Time Inc NeurometriciPad Study
